App marketers and developers know that App Store Optimization (ASO) is essential for getting your app seen. With over 2 million apps in the App Store, it can be hard to get your app discovered without the right strategy in place.

That’s where Apple Search Ads come to the rescue.

Apple Search Ads is an ad platform allowing app marketers and developers to bid on keywords and run ads directly in the App Store. It’s the most efficient way to get your app seen by people actively searching for apps like yours.

If you still do not know how or why Apple Search Ads is used, this article is for you.

What is Apple Search Ads?

As mentioned, Apple Search Ads is a user acquisition channel that connects app marketers and developers with potential users in the App Store.

With the new ad placements, Today tab and Product pages ads, Apple Search Ads now offers you four options to drive visibility and downloads in the App Store:

Search results ads

Search Results Ads by Apple Search Ads

With an ad at the top of relevant search results, you can reach users when they search for a term. To match your ad with potential users’ search terms, you can choose your own keywords or use the ones Apple suggests. Matching is based on a direct signal of users’ search queries.

Search tab ads

Search Tab Ads by Apple Search Ads

With an ad appearing prominently at the top of the suggested apps list on the Search tab, you can reach users before they search for a term.

Today tab ads

Today Tab Ads by Apple Search Ads

You can reach users with outstanding ad creatives on the front page of the App Store. These ad creatives are based on a custom product page you set up in App Store Connect and must be approved before your Today tab ad can run.

Product pages ads

Product Pages Adsby Apple Search Ads

You can reach users while they browse apps on the product pages of relevant apps. When interested users scroll down to the bottom of relevant product pages, your ad appears at the top of the You Might Also Like list.

There are now four ways for app developers and advertisers who use/are planning to run ads on the App Store to promote their app. You should test these placement options and compare their performance to determine which ones work best for your app business.

Why should you be running Apple Search Ads?

600 million users visit the App Store each week. 65% of downloads on the App Store occur after a search, and 70% of the App Store visitors make a search to find an app. The average conversion rate is 50%.

What’s more, ASO and Apple Search Ads are interrelated. You can improve your organic performance with Apple Search Ads and reduce your costs in Apple Search Ads when you have higher organic rankings. It’s a win-win loop.

Here are some examples of how Apple Search Ads can help you:

  • Kwalee doubled their monthly installs
  • LITE Games acquired high-quality users & increases playtime by 80%+
  • SplashLearn saw a 160% uplift in downloads in new markets
  • Caret Games doubles their install volume

With the right expertise and platform, you can replicate these achievements and skyrocket your app growth. Sign up free to and see the impact yourself!